From a full lineup to a differentiated brand experience..BMW's high performance is popular because
Jul 24, 2025
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BMW Korea's high-performance vehicle sales in the first half of this year increased by about 20% year-on-year, and sales performance is not focused on specific models and continues to be relatively even across various models.
Behind this is BMW Group's "Power of Choice" strategy, which provides consumers with a variety of choices. BMW Korea has built a wide portfolio of high-performance models to meet the needs of customers' lifestyle and driving performance.
Currently, it has a total of 34 high-performance car lineups and sells models of segments and powertrains ranging from sedans to SUVs, small to large, internal combustion engines to plug-in hybrids (PHEVs), and pure electric vehicles.
In the first half of this year, BMW M2 (170 units), XM (157 units), and M5 (137 units) were among the top three models in the M Performance (high performance) model lineup, and BMW 340i (271 units), M850i (270 units), and X7 M60 (176 units) were the most popular.
BMW Korea plans to provide more options to domestic consumers by launching new BMW New iX M70, a high-performance pure electric flagship SAV model, and BMW New M5 Touring, an ultra-high-performance wagon model, in the second half of this year.
Differentiated brand experiences as well as the variety of vehicles are also considered to be a major factor in the high popularity of BMW high-performance vehicles this year. The BMW FEST 2025 held in May is a prime example. The large-scale event, which was organized as a place to experience the heritage and unique sensibility of brand M, ended successfully with 5,500 visitors from all over the country.
More than 30 types of high-performance vehicles, including BMW M's legendary model "M1 Procar" and "BMW New M3 CS Touring," which was unveiled for the first time in Korea, were displayed at the venue to convey the brand's strong identity. Along with the test drive experience, visitors vividly experienced the joy of driving while watching the "M Drift Performance," which maximizes BMW M's unique dynamics.
On top of that, through concerts performed by artists from various genres such as Cheongha, N.Flying, Beenzino, and Silica Gel, it has become a comprehensive content that experiences the passionate culture of BMW M brand, which combines vehicle exhibitions, driving experiences, and performances.
BMW's high-performance sedan 'M5'
In addition, BMW Korea is continuing its activities to increase the satisfaction of high-performance vehicle customers. BMW Driving Center, located in Yeongjong-do, Incheon, is fulfilling its value as a brand space where you can directly experience the performance and value of M brand beyond simple driving experience facilities. It is operating a variety of driving programs such as track driving, gym car, and cynic drive so that customers can fully experience the performance and attractiveness of the M model.
BMW Korea is increasing satisfaction through the service base 'M Performance Garage' for M vehicle-owned customers only. M Performance Garage, which provides vehicle maintenance, management, and maintenance counseling in a lounge-type independent space, is receiving enthusiastic responses from high-performance car customers as it can directly check the vehicle maintenance process in the workspace and solve vehicle-related questions on the spot. M Performance Garage is currently operating in a total of four locations nationwide.
In addition, BMW Korea held a special invitation event for customers who purchased M-high performance models this year for the world's most prestigious durable race 'Le Mans 24h'. Through the lottery, guest customers participated in a variety of programs, including entry to BMW Team Garage and VIP Lounge, race tracks and cynical tours, enjoying an exclusive brand experience that simply cannot be replaced by monetary value.
BMW Korea plans to continue to strengthen brand loyalty based on deep contact with customers and firmly establish leadership in the premium high-performance vehicle market.
Editor Kim Tae-jin, tj.kim@carguy.kr
This article was translated by Naver AI translator.
